Mother Earth

Mother Earth was already a household name, but in 2023, it was time for a refresh. First, we redefined the brand with a new positioning, ‘We Speak Family’, shifting it from passive to proudly active. Then came Nutty Sensations, a bold new range of flavoured nuts that needed an equally bold campaign. The idea was to dial up the colour, the personality, and the sheer nuttiness. We introduced quirky, offbeat characters to match the unexpected flavours, wrapping it all in a playful, Wes Anderson-esque world. The result was impossible to ignore. Nutty Sensations drove new sales without cannibalising the existing range, and helped Mother Earth claim more space in a competitive market. It went on to win the 2024 New Zealand Marketing Award for Excellence award. Yes Please!!!